Make a list of the brand-name products you use everyday-deodorant, shampoo, cereal, peanut butter, candy, what have you. With each product, write down a short description of how you use it.
Here's the fun part: In the next larger box, write what's happening that's relevant when you use the product. Then, in the next larger box, widen the aperture a bit and write down more of the context. Keep doing this until you get to the big picture.
Finally, compare this complex chart with just the 'how' part. See the difference? One narrows the inquiry, and the other provides any number of options for creative marketing. One is convergent, and the other is divergent. One is logic; the other is energy.